改革开放以来体育消费观念嬗变的历史考察及意义阐释——基于体育产业制度变迁的政策文本分析  

Historical Investigation and Significance Interpretation of the Transmutation of Sports Consumption Concept Since the Reform and Opening Policy——Policy Text Analysis Based on the Institutional Change of the Sports Industry

作　　者：焦素花 马蕊 焦现伟[4] JIAO Suhua;MA Rui;JIAO Xianwei(College of Physical Education and Humanities,Nanjing Sports Institute,Nanjing 210014,China;Jiangsu Research Institute of Sports Science,Nanjing 210033,China;School of Physical Education(Main Campus),Zhengzhou University,Zhengzhou 450001,China;School of Physical Education,Henan Normal University,Xinriang 453007,China)

机构地区：[1]南京体育学院体育教育与人文学院,南京210014 [2]江苏省体育科学研究所,南京210033 [3]郑州大学体育学院(校本部),郑州450001 [4]河南师范大学体育学院,新乡453007

出　　处：《体育与科学》2024年第2期35-44,共10页Sports & Science

基　　金：江苏省哲学社会科学基金一般项目“健康中国背景下体育产业结构转型研究”,项目号:19TYB005;2023年江苏省学位与研究生教育教学改革重点项目“基于‘OBE’教育理念的研究生课程的设计与实践”,项目号:JGKT23_B029;南京体育学院“1+1”优秀学术团队成果“体育学学科独立性建设的理论探索与实践研究”,项目号:XSTD202311;2023年河南省兴文化工程文化研究专项“河南体育非物质文化遗产数字化保护研究”,项目号:2023XWH151;2023年郑州大学课程思政教育教学改革示范课程重点项目“大学体育Ⅰ”,项目号:2023ZZUKCSZ017。

摘　　要：体育消费是体育产业发展的最终需求,体育消费促进不能脱离于调整优化体育产业结构,要聚焦于解决制约体育消费升级的深层问题。本文梳理了相关文献资料,聚焦于改革开放以来体育产业制度变迁中体育消费观念嬗变,审视体育参与社会的实践及意义建构。(1)萌芽期(1978—1991年):在产业政策出台与需求驱动保障下,我国体育消费市场出现,表现为以实物消费为主,居民消费延续民族角色的强化;(2)形成期(1992—2000年):市场经济推动体育产业的改革深化,居民体育消费欲望得以激发,居民个性化符号消费意义建构开启;(3)快速发展期(2001—2013年):奥运会筹办带动体育产业发展壮大,体育消费市场得以快速扩张,居民体育消费逐渐从理性走向感性;(4)提质探索期(2014年至今):伟大复兴助推体育产业全面崛起,体育消费市场提质增速,居民更加强调时尚消费与具身化体验的自我身份表达。新时代体育消费升级与体育产业高质量发展仍面临着一系列挑战,本文针对困境提出了策略。Sports consumption is the ultimate demand of sports industry development.The promotion of sports consumption can not be separated from adjusting and optimizing of sports industry structure.We should focus on solving the deep-seated problems that restrict the upgrading of sports consumption.Based on relevant literature,this paper examines the practice and significance construction of sports participation in society by focusing on the transformation of sports consumption concept in the changes of the sports industry system since the reform and opening policy.(1)The embryonic period(1978-1991):under the protection of the introduction of sports industry policies and demand-driven,China's sports consumption market has emerged,which is manifested to take the material consumption primarily,the resident consumption continues the national role enhancement;(2)The formative period(1992-2000):the market economy promoted the deepening of the sports industry reform,the residents'desire for sports consumption was stimulated,and the construction of residents'personalized consumption meaning was opened;(3)The rapid development period(2001-2013):the preparation for the Olympic Games drove the development and growth of the sports industry,the sports consumption market expanded rapidly,and the level of residents'sports consumption demand gradually moved from rational to emotional consumption;(4)The exploration period(2014-present):the great rejuvenation has boosted the comprehensive rising of the sports industry,the quality and growth of the sports consumption market have been improved,and residents have placed more emphasis on fashion consumption and the identity self-expression of embodied experience.However,in the new era,the upgrading of sports consumption and the high-quality development of the sports industry still face some challenges and in view of the predicament,propose strategy.

关 键 词：体育产业 体育消费 观念嬗变 制度变迁 文化符号理论 

分 类 号：G80-05[文化科学—运动人体科学]